bake - May 2015 - 31

All of the human senses work to give an individual the overall

BAKER GIVES "STARTING FROM
SCRATCH" A NEW MEANING

sense of the surrounding environment and form a person's
perceptions. "If you want to affect humans, affect their
senses and you can change their minds," Kelley says. "What
is the perception you want, and what is the sense that relates
to that perception?"
Chipotle has become somewhat of a foodservice phenomenon in recent years. Its environment draws customers in. A
diner's perception of Chipotle is very positive. Kelley argues
that the product at Chipotle is not that much different than
the product at other fast-service chains, but Chipotle uses
sensory cues that the others can't manage, making it a more
desirable and pleasing environment.
Providing the environment
Think of the shop like a movie. A good movie engages the
viewer in a way that makes them dwell on every scene as
the plot develops. That's how retail bakeries need to think
about the shopping environment of their customers. "When
customers shop quicker, they buy less. The goal is to have
them dwell, engage and experiment," Kelley says.
Getting shoppers to engage and dwell not only makes the
chances for a bigger spend more likely, but it also puts the
customer in a better mood. "We enjoy being engaged as
human beings. We like that. It's a lot of fun," Kelley says. This
leads to the behavior you'd like to see from your shoppers.
When the customer is having a good time by being engaged,
they're likely to open themselves up more and be more
receptive to good marketing promotion.
Priming
A key thing to remember about priming is that once a
customer feels as if they're being manipulated, they will
disengage immediately. Priming sets up and engages the

"If you want to affect
humans, affect their
senses and you can
change their minds."
Kevin Ervin Kelley of the Architecture Firm, Shook Kelley

ndependent baker Fred Piechocki comes from a
proud family of bakers. However, during the Great
Depression, his grandfather, Stanley, and father,
Edward, lost their bakery. As a result, this third generation baker had no recipes or business to carry on.
So what did Fred do? He started his bakery from
scratch. In 1979, Fred opened The Cakery Bakery
in Philadelphia, Pennsylvania. Ten years later, he
moved to Warrington, Pennsylvania, where he and
long-time friend, Henry Stoughton, opened the
Warrington Pastry Shop. Fred describes his business
as a European style, traditional bakery where products are baked from scratch every day.
Best known for the 60 to 100 decorated cakes it
produces a week, Warrington Pastry Shop also turns
out 10 to 15 wedding cakes a weekend during prime
wedding season. It is also well known for Danish,
regular cakes, cupcakes, butter cakes, cinnamon buns
and donuts.
"My greatest accomplishment is to consistently produce
a high-quality product," said Fred. International®
Bakers Services has played a key role in maintaining
this quality.
"When I started out, I received a sample of
International® Bakers Services B&V® and I have
used IBS flavors ever since," Fred recalled. His bakery also uses chocolate, banana, rum, coconut and
hazelnut flavors. "I am very happy with IBS products," Fred stated. "They are easy to use, very consistent and economical. Most importantly, the flavors
hold up."
"Using ingredients that will keep product quality
high will make you proud to be an independent
baker," Fred advised. If you value consistent quality,
you should get to know International® Bakers
Services. Contact us toll-free at (800) 345-7175,
by fax at (574) 287-7161, or in writing at 1902 North
Sheridan Ave., South Bend, Indiana 46628. We have
the flavors your customers deserve.

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bake - May 2015

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